Muscle Pharm Corporation (MSLPQ)

[goldbergstein]

Vitacost acquired by Kroger last summer.

Vitacost $382.7m in revenue (more than 2X current MSLP sales. MSLP would need 100% annual growth and still be short of Vitacost sales in 2013.)

Kroger paid $280m

KR paid .73 x sales

Vitacost also had mobile app that accounted for 15% of total sales.

Not exactly apples to apples but using the .73xsales to MSLP = $124m premium acquisition target price or $9.00 PPS at current OS. Reality: $9 Fanboys: $40

Drexler held 7.7% of of Vitacost and wrote letter to BOD calling for acquisition in Feb 2014.

Vitacost announced acquisition by KR in July 2014.

PS. I went to my local upscale Kroger Signature store that sells household appliances, dishes, cookware, patio furniture and gardening supplies in addition to grocery, pharm, Starbucks, Coldstone Ice Cream shop and a full service wine and craft beer bar and natural, health and supplement store all within the same walls.

A large protein bar aisle that carries no MSLP product. The cc just stated that the roll out to KR was complete. What does that mean?